Clarityne is the sub-brand of Bayer, a leading brand in anti-allergy category, but, due to the restriction of OTC category, its advertisement could only focus on delivering plain and straightforward information about functional benefits such as ‘Various allergen, go for fast relief Clarityne’.

This makes it difficult for the brand to build emotional and interactive relationship with its consumers. Therefore, it is in the brand’s urge interest to explore a new interactive approach of delivering professional messages that could effectively produce a good chemistry between consumers and the brand as well as build strong customer stickiness. In this context, the objective of this work is to spread the message ‘use Clarityne for quick relief from various allergen’ both effectively and interactively so that there would be both functional and emotional reference for consumers’ consideration.

For this work, Clarityne cooperates with China’s No.1 knowledge exchange social media platform Zhihu to build an offline clinic ‘Clarityne Allergic Freak Department’ for Zhihu’s Unknown Clinic program. The offline site is located in Shanghai, one of the most economically and culturally influential cities in the country, but with the strong support of Zhihu’s e-community, the influence of this work is nationwide.

As for execution, specifically, we set up interactive devices in the clinic and create interesting allergen interpretations to boost consumers’ interest and engagement. Meanwhile, we also build a full episode of ‘getting diagnosed (via H5 test) – getting personal prescription – getting cured’ for the audience to play along, take pictures, post and share on their personal social accounts.